What is a White-Label SSP?

Jul 11, 2024

Table of Contents

A White-Label Supply-Side Platform (SSP) is a programmatic advertising technology that allows companies to customize and rebrand an SSP platform as their own. This solution enables publishers and ad tech companies to manage their digital advertising inventory and sell ad space to advertisers without developing a platform from scratch. A third-party vendor provides the core technology and infrastructure, but the user interface and branding can be tailored to match the company’s identity.

For a more in-depth understanding of the white-label SSP issue, view the article in our blog. We also have a Complete Guide to White-Label AdTech Solutions.

How Does a White-Label SSP Work?

A White-Label SSP integrates with various demand sources, such as ad exchanges, demand-side platforms, and direct buyers. Here’s a step-by-step process of how it functions:

  • The White-Label SSP integrates with multiple demand sources to aggregate demand for ad impressions.
  • Publishers manage their ad inventory through the platform, setting up ad placements, formats, and targeting criteria.
  • When a user lands on a publisher’s website, the SSP initiates an auction among connected demand sources to sell the ad impression.
  • Ads from the highest bidder are displayed on the publisher’s site in real time.
  • The platform offers comprehensive reports and analytics, enabling publishers to fine-tune their ad strategies and boost revenue.

Comparison with Traditional SSPs

White-Label SSP:

  • Fully customizable branding and UI
  • Complete control over ad inventory and operations
  • Typically higher due to customization
  • Highly scalable with custom solutions
  • Dedicated support from the vendor

Traditional SSP:

  • Limited to the provider’s branding and UI
  • Limited control, dictated by the SSP vendor
  • Generally lower, standardized fees
  • Scalability depends on the provider
  • Shared support, often less personalized

Examples of White-Label SSP Platforms

AdButler. A flexible platform allowing publishers to manage and optimize their ad inventory effectively.

BidsCube. Serves as a white-label SSP platform in the RTB, providing its partners with high-quality, relevant demand inventory and ensuring maximized revenue through various formats and channels.

Benefits of Using White-Label SSP for a Publisher

  • Publishers can maintain their brand identity across their ad operations, providing a seamless experience for advertisers.
  • Complete control over inventory and ad monetization strategies allows for better optimization and revenue management.
  • The opportunity to adjust the platform to meet specific needs and preferences.
  • Direct access to multiple demand sources can lead to higher bid rates and improved revenue.
  • Publishers retain data ownership, providing deeper insights and better decision-making capabilities.

Who Should Consider a White-Label SSP?

For publishers with substantial traffic and significant ad inventory, a White-Label SSP offers the opportunity to maximize control and revenue. These publishers can leverage the customization options to align the platform with their branding and optimize their ad management strategies.

Ad networks can benefit from a White-Label SSP by providing a branded solution to their clients. This approach allows them to leverage advanced third-party technology while offering clients a customized and cohesive experience.

Media companies looking to provide programmatic advertising solutions under their brand can find White-Label SSPs particularly profitable. These platforms enable them to maintain brand consistency and deliver high-quality, branded ad services.

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